Greenscapes: Beautiful landscapes that protect our water www.greenscapes.org
The Program Multi-faceted regional outreach campaign Primary audience: South Shore homeowners Secondary audience: landscaping professionals Addresses both water conservation and water quality Provide information, goods and services Centrally managed by NSRWA
Partners North and South Rivers Watershed Association Massachusetts Bays Program 13 South Shore communities and water companies: Cohasset, Duxbury, Hanover, Kingston, Marshfield, Norwell, Pembroke, Plymouth, Scituate and Weymouth; Aquarion Water Company (Hingham and Hull), Pinehills Water Company (Plymouth). (2004: West Bridgewater)
Grant Funders MA Office of Coastal Zone Management (2005) MA Dept. Environmental Protection (2005, 2006) U.S. Environmental Protection Agency (2006) Massachusetts Environmental Trust (2006)
Associates Ecological Landscaping Association Northeast Organic Farming Association Plymouth County Cooperative Extension Mass Bays Estuary Association (Think Blue) EPA GreenScapes Program (HQ, Region 1) MA Riverways Program South Shore nurseries Landscaping professionals and retailers
What s in it for me? Greenscapes are good for you, your wallet, and the environment in many ways, including: reduced water bills less money spent on chemicals less work for you or your contractor less exposure to chemicals more free time increased property values more beautiful landscapes more habitat for wildlife reduced stormwater pollution
Program Management NSRWA is primary program manager 2006 Budget of $67,000 (estimated 39% is labor) Average 12 hour/week staff time to implement Cost shared by communities on sliding scale Benefit: Economies of scale Benefit: Consistent messaging Benefit: Program consistent with mission Pro/Con: Lots of ideas and partners Con: Diverse geology/geography/audience
Advertising Direct mail: Ref. Guide Utility bill inserts Media kits, press releases Posters Tabletop displays Radio spots E-newsletter www.greenscapes.org Email listserves Watershed Associations Nurseries, garden clubs Local cable TV Newspaper ads
How Did You Hear? 45% Reference Guide 31% Newspaper Article 30% NSRWA Newsletter 19% Utility bill inserts 16% Friend 6% Web search/links Source: Survey of 2005 workshop attendees (N=135)
Reference Guide 20-page, full color 80,000 distributed $0.50 to print/mail Details of special offers Helpful hints for mowing, fertilizer alternatives, pesticide alternatives, watering, composting, LID New for 2006: Rain Gardens, Lawn Care Calendar Also available at town halls, libraries, nurseries, www.greenscapes.org
Free Email Newsletter 6 monthly issues (May to October) 600+ subscribers ~ 5% growth each issue Timely and seasonal recommendations Watering restrictions
Free Workshop Series May 4: Creating Raingardens May 11: Easy Composting May 18: Sustainable Plants May 25: Irrigation Systems Registration/surveys source for marketing info Doorprizes in exchange for completed surveys Recorded and aired on cable TV (spring fall) Available on DVD at cost or at public libraries.
Workshop Participation 2005 (6-part series): 432 registrants from 20 towns 2006 (4-part series): 268 registrants from 25 towns Average 70 registrants (45 attendees) per workshop 84% of attendees from Greenscapes communities 99% would implement one/more GS principles 99% would recommend to friends 99% want community to continue funding program
Lawn Sign Campaign Free to anyone who commits to 5+ Greenscapes recommendations. Adopt-an-island committees Garden clubs ~200 distributed
Sprinkler Timers Water your lawn at dawn Sold at wholesale ($20) Grant from Orbit Inc. 80 sold to date
Irrigation Audits ~ 30% water savings Ted Moriarty of Smart Watering Company (IA certified auditor) Free audits offered to top summertime users 20% discount all others Free workshop May 25
Rainbarrels Partner with New England Rainbarrel Co. 55 sold in 2005-2006 Demo at NSRWA Workshop door prize Promote towns that sell through DEP program
Step-by-step directions and suggested plants in 2006 Reference Guide Free workshop on May 4 Promote existing demo sites in region 13 demos in GS communities through EPA 104b3 grant Raingardens
New for 2006 Landscape contest and tour in Sept. Private on-site consultations with Greenscapes Advisor ($75 for 90 minutes) Model Bylaw working group
Feb. 2005: six-part workshop series with UMass Cooperative Extension. Only 18 attended. Feb. 2006: ½ day workshop with ELA; 40 attended. Focus on LID. August 2006: NOFA organic lawn and turf course (full-day training) Fall 2006: Potential training program for irrigation contractors Contractor selection guidelines on website, links to databases of accredited professionals Professional Training
Future Ideas? CBSM Survey/Evaluation Measures of success: water conservation More Irrigation Audits if successful Replication in other Mass Bays Program regions? Collaboration with EPA GreenScapes User-specific marketing? Other ideas?
For More Information Wendy Garpow Director of Community Programs North & South Rivers Watershed Assoc. wendy@nsrwa.org #781-659-8168 Samantha Woods Executive Director North & South Rivers Watershed Assoc. samantha@nsrwa.org #781-659-8168
What are Greenscapes? Greenscapes are beautiful landscapes that will save you time and money, and protect our environment by reducing the need for water and chemicals.
Why is Greenscaping Important? We need to make sure there is enough clean water for people and the environment!
Water Quantity
Water Quality
Compost Bins Promote towns that sell through DEP program Step-by-step directions in Reference Guide Free workshop May 11
Cable Post Nursery Download Guide Video Other 70 60 50 40 30 20 10 0 "Where did you hear about Greenscapes?" NSRWA Web Poster Internet Radio Letter Coop Ext. Source of information n = 135 Figure 4 Friend Utility Bill Newspaper NSRWA News Guidebook Number of respondents